Research And Practice Of Alipay Xiaohebao Operation Activities Based On Persuasive Design

With the fierce competition and homogenization in the Internet finance industry,there is an urgent need to design differentiated marketing programs to influence users’ attitudes and willingness to help Alipay Xiaohebao achieve its business goal of lowcost customer acquisition growth.To this end,based on two typical theories of persuasive design,namely FBM behavioral model and PSD persuasive system design,this paper extracts nine PSD persuasive strategies with outstanding effects through research on Internet finance operation activities.Then,based on the three elements of the FBM model to sort them out,the reminder strategy is categorized into the trigger layer,the six strategies of reward,liking,credibility,social learning,social promotion and personalization are categorized into the motivation layer,and the reduction and guidance strategies are categorized into the ability layer.Combining the FBM model and the PSD persuasion strategy,the authors innovatively construct a FBM-PSD persuasion model applicable to the characteristics of Internet financial operation activities.In this paper,the above model is designed and applied in three operational activities of Alipay Xiaohebao.In campaign 1.0,the most frequently used persuasion strategies,namely reward,like,guide,reduce,and remind,were selected to build the1.0 persuasion model.The data feedback and user interview results revealed that there was a serious lack of user motivation and ability.Next,the 2.0 campaign first further optimized the reward and like strategies and added four new strategies of social facilitation,social learning,credibility,and personalization.In the ability layer,the use of reduction and guidance strategies reduces behavioral difficulty and accelerates users’ understanding of the product.In the trigger layer,it relies on the operation Banner within the Alipay end to remind new users.Data feedback revealed that the conversion effect of the 2.0 campaign page was significantly improved compared to the 1.0 campaign,but there was a problem of insufficient triggering.Finally,the 3.0campaign uses the social fission approach as an entry point to improve the triggering of activities,and uses the old users to trigger new users by sharing quote-unquote reviews.The specific design connotation is as follows: in the design of motivation layer,it focuses on the application of like strategy to design humorous and interesting praise forms and interfaces,and the application of personalization strategy to design diverse praise small bags to meet the preferences of young groups.In the design of ability layer,the application of guidance and reduction strategy provides product and activity guidance for both parties to mitigate behavioral difficulties.The results show that all data indicators of 3.0 campaign are significantly better than 1.0 and 2.0campaigns.All the above design practices prove that the FBM-PSD model and persuasive strategies proposed by the author can effectively enhance users’ motivation,behavioral ability and trigger in Internet financial operation activities,and can effectively influence users’ attitude and intentions,and increase the possibility of users’ behavior.